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201207 Nov

Yamaha-Life-is-an-Adventure

Yamaha "Life is an Adventure"

 

India Yamaha Motor, one of the Indian premier two wheeler manufacturer, has initiated a mega out-of-the-box campaign to hook up its niche target customers comprising of young urban women for its new scooter RAY. The two-wheeler giant has formed a unique initiative covering nine day campaign to boldly promote this scooter in tune with the ongoing Indian festive season. The campaign took off its wings on Nov 1, 2012 from the India Yamaha Motor office and it was flagged off by Jun Nakata, Director, Sales & Marketing, IYM and Roy Kurian, National Business Head, IYM. The key aim of this campaign is to add a new definition to driving the jazzy and peppy Yamaha RAY by spreading the message of the RAY “Life is an Adventure” campaign firmly into the hearts of its female-oriented market.

 

The campaign was initiated with a group of six girls who constitute a cavalcade of scooters with six RAYs. It will pass through various locations in New Delhi. The cavalcade will embark upon its journey from a dealership at one point in the city; navigate through the city covering the entire day before touching the culmination point at another dealership at the end of the day. The cavalcade of scooters in turn will touch and stop at key junctions like markets, colleges and schools to spread buzz, excitement and optimise awareness about the scooter RAY.

 

The cavalcade will pass through several colleges in the city, including Vivekanand College for women, Deshbandhu College, PGDAV College, Jamia Milia Islamia College and  Maharaja Agrasen College. The cavalcade will also cross a number of customer centric areas like the City Square Mall- Rajouri Garden, M2K Rohini, Jwala Heri Market- Pachim Vihar etc. The event spanning across nine days will culminate on Nov 10,  2012.

 

Speaking at the occasion, Roy Kurian, National Business Head, India Yamaha Motor said: “We launched the RAY in India due to the huge demand that this segment was witnessing in the country, with college students and young working women showing increased affinity to purchasing light weight and highly efficient scooters. The new RAY has been designed and engineered to answer the needs of this growing class of young female customers who want a scooter that is stylish, compact, easy to use and has a fresh new appeal. Through this campaign we are trying to enthuse further excitement amongst our target audience. The campaign will showcase the spirit of adventure that is associated with the RAY and which it promises to deliver to its customers.”

 

Close to the heel of the RAY launch, the company has conceptualised a series of engaging activities in order to pull its target customers and ensure its smooth ride through the market. The company has expanded its dealer network and polished customer care quality for female customers by inducting more female staff at customer contact points and introducing female customer care programme. India Yamaha Motorhas also initiated a riding training programme for female customers. The riding training programme “Yamaha Female Riding Training” programme will be made available across India very soon.

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